The new chipset and the opportunities created by the camera's point in the direction of more augmented reality capabilities. The U1 chip allows for more ‘spatial awareness’ of the device and the enhanced camera should allow for software upgrades in the future that bring functions such as depth sensing to the devices.

The warning that comes with this mission is that there’s a fine line between creating a contextual experience and simply building something out of curiosity.

Customers reject technology if it’s thrust at them without purpose or value. The lesson here is don’t develop things in a vacuum.

Dan Moran is the managing partner, head of product management at Karmarama (Accenture Interactive).